Unilever is changing how it connects with consumers, moving away from traditional advertising and focusing more on influencers and everyday voices.
Over the past two years, the company has grown its influencer network from around 10,000 people to nearly 300,000 worldwide. This marks a major shift in strategy, as Unilever looks to rely less on conventional ads and more on recommendations from real people.
According to CEO Fernando Fernandez, consumers today are more likely to trust individuals than brand messaging. Advertisements are often seen as less reliable, while opinions shared by influencers, experts, or even regular users feel more genuine and relatable.
Unilever’s approach is not limited to social media influencers alone. It includes a wider group of people, such as content creators, professionals, and everyday consumers, who share their experiences with products within their own communities. This reflects a growing trend where trust and authenticity matter more than big-budget campaigns.
The company is also increasing its investment in marketing, with spending rising from about 13% of revenue to over 16%. Much of this is being directed toward digital platforms and social-first strategies, where engagement is more direct and personal.
At the same time, Unilever continues to maintain its presence in retail stores and large events, ensuring it reaches consumers through multiple channels. It is also working with specialised agencies to manage and expand its influencer network across different regions.
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